Welcome to our blog post on the exciting world of product media trend predictions for 2024!
As technology continues to evolve at an unprecedented pace, the way we interact with and consume products is constantly changing. In this post, we will explore some of the emerging trends that are set to shape the landscape of promotional products in the coming year(s). From the forgotten middle and circular economy to Generative AI, we will delve into some innovative strategies that businesses can leverage to captivate their audiences and stay ahead of the competition. So, let's dive in and discover the future of product media in 2024 and beyond!
Meaningful merchandise on a shoestring
The cost of living crisis is still looming large and with the ever-present threat of inflation, businesses are faced with the challenge of providing meaningful merchandise to their customers while keeping costs affordable. As consumers become more conscious of their spending habits, they are seeking value and purpose in the products they purchase. In response, businesses are finding innovative ways to offer budget-friendly merchandise that still holds significance. This includes sourcing sustainable materials, implementing efficient production processes, and exploring creative design options. By prioritising quality and value, businesses can create merchandise that not only resonates with their customers but also aligns with their budgetary constraints.
Read more: 9 merchandise money-saving tips
Gen Z appeal continues
Gen Z, the generation born between the mid-1990s and early 2010s, is quickly becoming a dominant force in the consumer market. With their unique characteristics and preferences, businesses are recognising the need to appeal to this influential demographic. Gen Z is known for their digital fluency, social consciousness, and desire for authentic experiences. To capture their attention and loyalty, businesses must adapt their marketing strategies accordingly. This includes leveraging social media platforms, creating engaging and interactive content, and aligning with causes that resonate with Gen Z's values.
Read more: How to engage your Gen Z new starters Read more: Why are plants so popular with Gen Z?
The forgotten middle
The term "forgotten middle" refers to a segment of the market that often gets overlooked or neglected in marketing and consumer targeting efforts. It typically includes individuals who fall between the extremes of the target audience spectrum. These individuals may not fit into the traditional marketing personas or demographic categories that businesses commonly focus on. They are often characterised by having strong purchasing power, diverse interests, and a wide range of preferences. The forgotten middle are usually 40 years old or above, have good income levels, and diverse lifestyle choices. They represent a significant portion of the market that has the potential to be tapped into and engaged with effective marketing strategies and the right products.
Our Home Sweet Home range should appeal to this demographic:
Continued focus on physical and mental well-being
In recent years, there has been a growing emphasis on physical and mental well-being, and businesses are recognising the importance of incorporating these aspects into their marketing strategies. With the rise of self-care and holistic lifestyles, consumers are seeking products that not only fulfil their functional needs but also contribute to their overall well-being. This shift has led to the emergence of product trends that prioritise physical and mental health. From fitness trackers and smart home devices that promote an active lifestyle to mindfulness apps and relaxation products that aid in stress reduction, businesses are leveraging technology and innovation to cater to these needs. By aligning their products with the values of physical and mental well-being, businesses can attract health-conscious consumers and foster a deeper connection and loyalty with their audience.
Read more: Fluid's mental health awareness week
Recruitment and retention of employees
In today's very competitive job market, attracting and retaining top talent is a priority for businesses. Promotional products can play a significant role in this process by serving as effective tools for recruitment and employee retention. Offering branded merchandise as part of a recruitment strategy can help create a positive first impression and leave a lasting impact on potential candidates. Whether it's a thoughtful welcome onboard kit or a personalised gift, promotional products can showcase a company's culture, values, and commitment to employee satisfaction. Furthermore, these items can also be used as incentives and rewards to recognise and appreciate the efforts of existing employees, fostering a sense of belonging and loyalty. By providing employees with tangible reminders of their affiliation with the company, the right merchandise can contribute to a positive work environment and enhance employee engagement.
Read more: Here’s a quick and easy trick for onboarding new starters
Circular economy
We became a certified B Corp in 2019 and we’ve seen sustainability become an increasingly important consideration for all businesses (yay!), the concept of the circular economy offers a promising framework for product media in the future. The circular economy aims to minimise waste and maximise resource efficiency by designing products with a focus on longevity, repairability, and recyclability. In the context of product media, this means reimagining promotional items and merchandise to align with circular principles. Businesses can explore options such as using eco-friendly materials, investing in quality products designed to last, implementing take-back programs for used products, and designing products that can be easily disassembled and recycled. By adopting circular economy practices, product media can contribute to reducing environmental impact, promoting responsible consumption, and fostering a more sustainable future.
Read more: What is circular design?
Generative AI
What is it? In simple terms, it's a branch of artificial intelligence that enables computers to generate original content autonomously. Instead of relying solely on human input, generative AI systems are trained on vast datasets, allowing them to create new and unique outputs based on patterns and rules they have learned.
Generative AI can be a powerful tool for marketing strategies and product media. Here are just a few ways it could be adopted by marketers and businesses this year:
Content generation, optimising ads, enhancing product descriptions, product recommendations based on customer behaviour, design and creativity, customer support and market research.
It's important to note that while generative AI can be a valuable tool, it should always be used in conjunction with human expertise and oversight to ensure ethical, factual and responsible use.
Personality, not gender
In the not-so-distant past marketing strategies have relied heavily on outdated gender stereotypes to target consumers. But as society becomes more inclusive and understanding, it’s about time we move away from these narrow categories and embrace a more personalised approach, allowing for more inclusive and relatable marketing experiences. With this new approach, everyone will be able to find products that truly speak to who they are and it allows brands to connect with their consumers on a deeper level.
Hybrid working is here to stay
Hybrid and remote work patterns are here to stay, as we see companies needing to adapt their marketing strategies to reach and engage remote and flexible workers. Brands will need to leverage technology and data analytics to understand changing consumer behaviours and preferences in this new work environment. Additionally, the shift towards personality-focused marketing, rather than gender or demographic-based targeting will be even more crucial in the hybrid working environment. By understanding and catering to the diverse preferences of hybrid workers, brands can drive engagement in this evolving era of work.
Read more: Get to grips with hybrid working: learn from 8 of the biggest brands
Backyard beauty and biodiversity
Backyard beauty and soil have the potential to significantly influence product media trends over the coming years. As people increasingly prioritise sustainability, preservation and reconnecting with nature, there is a growing (pardon the pun!) interest in creating beautiful, eco-friendly outdoor spaces. The trend opens up opportunities for brands to promote products that enhance backyard aesthetics, such as seeds and plants, sustainable outdoor furniture or even outdoor blankets and cushions. Moreover, the focus on soil health, biodiversity and regenerative gardening practices will drive demand for products such as soil testing kits and natural pest control solutions. As consumers become increasingly aware of the impact their choices have on the environment, product trends will likely highlight this and encourage sustainable choices and innovative solutions whilst minimising ecological footprints.
Travel
Travel has always been an influence on promotional product trends and that looks likely to continue. Our post-pandemic love for exploring new destinations and seeking out unique experiences is showing no signs of slowing down. From innovative luggage and travel accessories to portable technology and sustainable travel gear, brands have an opportunity to showcase practical products that will be retained and reused and that enhance convenience, comfort and sustainability on the go! Additionally, the rise of social media and travel influencers has fueled the desire for aesthetically pleasing Instagrammable products. As travel evolves and becomes more focused on sustainable and experiential journeys, trends will reflect this with products that enhance the overall travel experience.
The importance of colour
Pantone has announced its colour of the year and its Peach Fuzz - described as “cosy, kind and nurturing for uncertain times. A rebalancing bright with an activating vitamin-inspired tone which embodies a full-spectrum approach to health and wellbeing.”
Colour always plays a crucial role in product media trends as it can evoke emotions, influence consumer behaviour and create brand recognition. The strategic use of colour can capture attention and convey brand personality. Staying attuned to colour trends allows brands to stay relevant and resonate with consumers. The importance of colour in products can not be underestimated, it has the ability to shape perceptions, drive engagement and ultimately influence purchasing decisions.
The product media trends for 2024 are set to be dynamic and transformative. We can expect a shift towards personality-focused marketing, moving away from outdated gender stereotypes and embracing inclusivity. The evolution of hybrid working will continue. Backyard beauty and biodiversity will influence trends promoting sustainability and eco-friendly outdoor living. Travel will also play a significant role, driving demand for experiences. Lastly, the strategic use of colour will remain essential in capturing attention and conveying brand messages. As we look ahead, these trends will shape the way brands connect with their audiences and create meaningful experiences in an ever-changing landscape.
If we fired your imagination and you have product ideas for your campaigns for 2024, get in touch with us today.
